摘要针对互联网的小世界及无标度网络等特性建立Multi-Agent（多主体)网络口碑传播模型,并加入了主动治理参数,利用NetLogo模拟软件开发了基于多主体模型的全新模拟程序SNOW（Spreading of Negative Online Word-of-mouth),模拟分析了在各种不同网络环境和传播模式环境下的负面口碑治理的统计特性。结果表明,负面口碑在规则网络和小世界网络中的传播谱特性分别与网络规模、结构以及网络社区的成熟程度紧密相关。
Abstract：This paper establishes a multi-agent model on the spreading and governance of online negative word-of-mouth and examines the differences between the spreading and governance mechanism between regular network and small-world network. Simulation results show that the spreading and governance characteristics in different networks can be affected by the network size and structure, maturity of the community, etc.
张杨. 基于Multi-Agent模型的在线负面口碑传播与治理机制[J]. 复杂系统与复杂性科学, 2014, 11(4): 23-28.
ZHANG Yang. Multi-Agent Modeling on the Spread and Governance Mechanism of Negative Online Word-of-Mouth[J]. Complex Systems and Complexity Science, 2014, 11(4): 23-28.
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